FIRST City Monument Bank, FCMB Limited has continued to transform and position itself as a leading retail bank in Nigeria with the launch of a new thematic campaign tagged, ‘A World of Opportunity.’
This follows the recent unveiling of the bank’s refreshed corporate identity, which has led to a replacement of its former colours of black and gold with a vibrant combination of purple and yellow that speaks to a wider audience.
The thematic campaign, tied to the refreshed corporate identity of the bank, tells compelling stories of life and business aspirations of diverse Nigerians and how FCMB supports them to bring such dreams and aspirations to reality. The campaign tells the story of the very diverse base of the customers that FCMB serves.
The campaign comes in two television and two radio commercial versions conveying FCMB’s delivery of great customer experience and service on its channels and electronic banking platform and how it enables its customers through those services to fulfil their life aspirations. It also showcases the new warm, friendly, approachable and energetic brand identity of FCMB and its values as a simple, reliable and helpful bank.
In the first TVC, titled ‘Waiting,’ the audience is taken through the thoughts and aspirations of diverse Nigerians in a typical office day. From the office cleaner to the manager and chief executive, the story line captures the fact that everyone has something that they are aspiring to achieve. In essence, this commercial imaginatively portrays the more diverse retail and business customer segments that FCMB now serves.
The second commercial, with the title, ‘Maybe Today,’ shows a young professional man working in his office reminiscing about his father who had come from a humble background, but through hard work and commitment, he prepared a solid foundation for his son to build upon. Through the eyes of the young professional, the audience is taken back in time to see his father affectionately watching over him and also preparing for a day of hard work to provide for his family. As the audience is brought back to the present day, it becomes clear that the young professional reminiscing about his father has not only followed in his father’s footsteps, but has now become a successful business owner with the support of FCMB.
Speaking on the thematic campaign, Olu Akanmu, the Divisional Head, retail banking of FCMB, said: “The new FCMB brand thematic campaign tells the story of the diverse base of the customers that we serve at FCMB. It does not matter where you are; we support you to fulfil your life and business aspirations at FCMB. Our convenient electronic banking platforms and best-in-class relationship management deliver great experience to our customers as we support them to achieve their great dreams for themselves, their families and their businesses.”

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